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PMA 2018 Report

Friday 6th, March 2009

Posted by: Mark Peters

Lensbaby announces a new 0.42x Super Wide Lens for use with their new line of selective focus lenses - The Composer, The Muse, The Control Freak and their companion Lensbaby Optic Swap System consisting of Double Glass, Single Glass, Plastic, and Pinhole/Zone plate interchangeable optics. The .42x Super Wide lens has optics that are optimized for use with Lensbaby lenses, eliminating the diffusion and reducing the vignetting that occur when industry standard wide angle conversion lenses are used with a Lensbaby lens. The Lensbaby 0.42x Super Wide Lens will retail for $79.95, and begins shipping by the end of March 2009.

Three new Lensbaby lenses - The Composer, The Muse and The Control Freak, - make up the new line of products. Each features the new Lensbaby Optic Swap system. The new Lensbaby Muse and the new Lensbaby Control Freak replace the current Original, Lensbaby 2.0, and Lensbaby 3G lenses, which will be phased out immediately. With the Composer, Lensbaby introduces a completely new lens, based on a ball and socket configuration that delivers smooth selective focus photography with unparalleled ease of use and greater precision. All Lensbaby lenses provide photographers with a new way to control depth of field by bringing one area of a photo into sharpest focus with that Sweet Spot surrounded by graduated blur.

Lensbabies, LLC introduces its Lensbaby Creative Aperture Kit for use with the Lensbaby 3G and Lensbaby 2.0 Single Lens-Reflex lenses. Each Lensbaby Creative Aperture Kit contains one star shaped aperture disk, one heart shaped aperture disk, and five blank disks. Photographers can fashion the blank disks into their own custom shaped apertures using a shaped paper punch (which can be found in craft stores) or a sharp knife. These aperture disks are made of the same metalicized plastic and work the same way as the aperture disks that come with the Lensbaby 3G and Lensbaby 2.0. Photographers simply drop the disks into the front of their Lensbaby lens, where they are held in place by a magnetic field.

Lensbabies, LLC introduces at PMA 07 the new medium format version of its 3rd generation selective focus lens, Lensbaby 3G. The medium format version of this award-winning lens expands the Lensbaby product family’s capabilities for the first time into the medium format realm of photography. The Medium Format Lensbaby 3G is now available for Mamiya 645 and Pentax 67 camera bodies. The Lensbaby 3G for Mamiya 645 features an 80mm fixed focal length and possible aperture settings ranging from f / 3.4 to f / 39. The Lensbaby 3G for Pentax 67 cameras has a 100 mm fixed focal length and has possible aperture settings ranging from f / 4 to f / 45.

Lensbabies, show-cases The Original Lensbaby, a flexible camera lens that creates a `sweet spot' area of focus that photographers can move around the image area by bending the flexible lens tubing. The Original Lensbaby brings the imperfect Holga look to digital and film SLR photography, but with greater versatility and new effects. While Lensbabies have broad appeal, the unique imagery is particularly attractive to portrait, wedding, product, and fashion photographers. "A Lensbaby allows me to interpret a scene and gives me the ability to go back in time and shoot digitally the way that Coburn and the other greats did with the box cameras," said professional photographer Jerry Hart.

The PMA show, or Photo Marketing Association, continues its yearly tradition of maintaining a network of photo imaging as well as the experience and know-how of the industry. The PMA represents 20,000 members from over 100 countries, who are all active within the imaging industry. As a reflection of the changes in the market, the PMA organization has also changed and has become more diverse. Nowadays, the member group consists of representatives coming from photo retail, manufacturers, commercial photo labs, professional sports and news photography, in addition to small album print suppliers and photo processing centers. The PMA 2012 Trade show focuses on an industry which is heavily affected by the unstable situation of the global financial economy. However, whether the latter will also stand in the way of the innovation and product introductions, remains to be revealed by the PMA International Convention & Trade Show in Anaheim Convention Center (California, US).